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BUS 213 — Principles of Product/Market Fit

Quarter: Fall
Day(s): Wednesdays
Course Format: On-campus
Duration: 6 weeks
Date(s): Sep 25—Oct 30
Time: 7:00—8:50 pm
Drop Deadline: Oct 8
Unit: 1
Tuition: $470
Instructor(s): Edwin Oh
7:00—8:50 pm
Sep 25—Oct 30
6 weeks
Drop By
Oct 8
1 Unit
Edwin Oh
What is the basic challenge that all businesses must solve to be viable? It is product/market fit, matching what you have with what customers value and ultimately pay for. More startups die because they fail to achieve product/market fit than because their technology fails. Designed for prospective entrepreneurs, this course covers the “pre-work” necessary for a business plan. It presents a systematic way to validate the monetary potential of your business. It will teach the difference between a business idea (a dime a dozen) and a monetizable business model (worth gold); how to achieve product/market fit; and how to validate a business model using core concepts in customer development, innovation marketing, product planning, and competitive strategy. Through the use of simple but powerful frameworks, students will identify core customers, discover what matters to them (hint: it’s not just product), and learn practical tips on gaining traction with “earlyvangelist” customers. We will survey common business models used to turn mere ideas into profitable businesses, with particular attention to pricing strategy and testing techniques. By the end of the course, students will be able to decide whether it’s worth leaving their day job for that new startup idea they’ve been pondering.

Prior experience in marketing is not required, but students should have a new business idea to test using the frameworks taught in the course.

Edwin Oh, Managing Director, Infrastructure Group

Edwin Oh has over twenty-five years of experience in technology commercialization, including as CEO of multiple small public and private companies. His company provides marketing and business services to early stage startups in Silicon Valley. Oh received an MS in chemical engineering and an MBA from Stanford.

Textbooks for this course:

(Required) Brant Cooper & Patrick Vlaskovits, The Entrepreneur's Guide to Customer Development (ISBN 978-0-9827436-0-7)
(Recommended) Alexander Osterwalder & Yves Pigneur, Value Proposition Design (ISBN 978-1-118-96805-5)
(Recommended) Steven Blank & Bob Dorf, The Startup Owner's Manual (ISBN 978-0-9849993-0-9)
(Recommended) Geoffrey Moore, Crossing the Chasm, 3rd edition (ISBN 978-0-06-229278-8)
(Recommended) Michael Treacy & Fred Wiersema, The Discipline of Market Leaders (ISBN 0-201-40719-1)